A Sainsbury’s ad featuring David Beckham and Paralympian Gold medallist Ellie Simmonds will air during the Emmerdale advert break on Tuesday (26 February) to flag up its 2013 Active Kids voucher scheme.

The sports professionals, who are both ambassadors for the retailer’s Active Kids campaign, will be shown reminiscing about their favourite childhood activities in the nostalgic ad, directed by Martin De Thurah.

“I know first-hand how important it is to get active from a young age and now as a father of four, it’s more important to me than ever to help pass that message to children,” Beckham said.

The 60 second ad, which airs at 19.15, also captures the joy childhood activities such as bike riding and den building can bring.

“The advert highlights childhood memories and moments that are important to all our customers and colleagues and we hope that it will re-kindle the joy and sense of fun we all remember as children helping to inspire parents and kids to get active together,” added Mark Given, head of brand communication, Sainsbury’s .

On top of the ad, Beckham is encouraging schools, groups and clubs to complete six weeks of challenges. Those who are successful will be entered into a prize draw to meet the sports stars.